Certificate in Integrated Marketing Strategy & Planning

Customer interactions and expectations are changing as the marketing landscape evolves into a “new normal”.  Marketing leaders are being pushed to remain current and enhance organizational competitiveness as new talent and competition quickly emerge.  The need to make better business decisions, synthesize strategy, and drive profitability is ultimately addressed by marketing plans designed to drive results. These results are achieved through the combination of customer insights, understanding why customers buy, proper positioning, communication strategies, digital, new distribution channels, and service/product innovation.

This certificate program is designed for professionals looking to develop relevant and immediately implementable skills across seven (7) key competencies in marketing.  Case studies, large group discussions, and small team breakouts will be used during each session to enhance learning.  Whether you are an experienced marketing professional or an emerging leader, this certificate will provide you with strategic and data-driven marketing training needed to better position you and your company for success.

Upcoming Informational Webinars

Please join us on February 5th from 10am-11am (Reserve Your Seat) or February 12th from 11am-12pm (Reserve Your Seat), as Roger Beahm, Professor of Practice in Marketing, takes us through a short discussion on the following:

  • Marketing 2021:  What does the “new normal” look like?
  • Marketing in Today’s Environment:  A Case Study
  • Why a Certificate in Marketing?  What it will cover and what it can mean for you and your organization

Certificate Objectives and Expected Outcomes:

By the end of the course, participants will be able to:

  • Understand key elements of a focused, comprehensive marketing strategy
  • Create a powerful marketing plan for immediate application
  • Communicate in a common marketing language across your organization
  • Make your marketing organization more focused on revenue growth

Certificate Takeaways

Following are additional takeaways and key learnings:

  • Lead marketing-driven innovation, evolution and transformation across your organization
  • Understand organizational marketing capabilities, challenges and potential
  • Learn to make smart branding decisions that drive growth
  • Discover how to evolve your marketing by incorporating data analytics and optimization techniques for improved decision-making
  • Create optimal marketing tactics based on customer insights
  • Deliver persuasive recommendations using a structured and disciplined framework

Who Should Attend?

This course has been designed for managers, directors, senior executives, business owners, entrepreneurs, or anyone across a range of industries interested in developing new marketing competencies, skills, and approaches to building a winning marketing strategy to enhance the vibrancy of your career and organization. Individuals or teams are encouraged to attend.

Marketing Capstone Project

Within one week of the last session (Measuring Results and Market Research) on May 14, participants will be required to submit a one-page narrative outlining the application of course learnings to an internal marketing or business challenge.  Roger Beahm, lead program faculty, will review each project submission and provide feedback. 

Registration and Payment

This is an open enrollment program. Application is not required. Course registration is complete when payment is processed. Upon registration, a representative of Wake Forest will contact you to validate the registration information and to assist in fee payment. Participants have the option to register for the full certificate, or on a per session basis.

Register Now

Registration Deadlines

  • Deadline to Register is March 5, 2021
  • Register for the certificate by February 18 and receive a 10% early bird discount

Additional Program Information

Roger BeahmRoger Beahm
Professor of Practice, School of Business

Roger Beahm is a Full Professor of Practice in Marketing at the Wake Forest University School of Business. Roger is also Director of the Wake Forest Retail Learning Labs in the Center for Analytics Impact. Roger is a recognized thought leader in retail and consumer packaged goods marketing. He is frequently quoted in the media, with contributions in the Associated Press, The New York Times, Forbes, The Washington Post, Bloomberg Businessweek, NBC News, National Public Radio, Fox News, the Huffington Post, U.S. News and World Report, Fast Company, and ABC News, as well as many others. Roger currently serves as Director for the Wake Forest Retail Learning Labs in the Center for Analytics Impact, and was previously founding Executive Director of the Wake Forest Center for Retail Innovation.

With a background in consumer packaged goods marketing/brand management at Procter & Gamble and the Clorox Company, Roger went on to found his own advertising and marketing agency and his own marketing consulting firm.

Roger serves on the American Association of Advertising Agencies (4A’s) Carolinas Council Board of Governors where he was previously Chair. He is also a member of the Board of Advisers for T W Garner Food Company and owns/is President of Beahm & Associates LLC, a marketing consulting firm with clients in both the business-to-business and business-to-consumer category segments.


Ged King, CEO SFW
Adjunct Professor of Marketing Research, School of BusinessGed King

Ged King is an Adjunct Professor of Practice at Wake Forest University where he teaches Consumer Behavior, Brand Management, Product Development, and Marketing Research. He is also on the faculty of the Path to Purchase Institute.

Ged is also the Chief Executive Officer at SFW, a brand innovation company, employing 60 consultants in Raleigh and Greensboro North Carolina. Under his leadership, SFW has appeared on the Inc. 500/5000 list in 2012, 2013, 2014, 2015, 2016, 2018 and 2020 for being one of the fastest-growing companies in the U.S.  During his time at SFW, Ged has been fortunate to work on great brands such as GE, Walmart, Burt’s Bees, Channellock, Fruit of the Loom, Tylenol, and Estee Lauder.

Before leading SFW, Ged held positions in sales and marketing at Swing-N-Slide. While there he helped the company grow over 950% and go public on NASDAQ. He also worked seven years in store operations at Kroger, where he learned the retail business from the consumer at the store level.

When not working or spending time with his wife and two children, Ged is an avid cyclist, a commercial pilot, and an instructor.  He holds a B.S. in Industrial Engineering from N.C. State University.


Peter MitchellPeter Mitchell,
Visiting Assistant Professor
, Department of Communication

Peter Mitchell joined the full-time faculty at Wake Forest after 35 years on the agency side as a brand strategist and owner, and 10 years as adjunct professor of practice at the Wake Forest University School of Business. As President of Greensboro-based marketing communications firm, SFW, and Executive Vice President, Saatchi & Saatchi New York, Peter led successful campaigns for brands such as Cheerios, Quaker Oats, Reynolds Wrap, Fruit of the Loom and Gatorade. During his tenure at Wake Forest he has taught Consumer Behavior, Marketing Research, Effective Writing For Advertising and Public Relations, Marketing Strategy & Planning and Advanced Campaign Development. Peter has his undergraduate degree in Journalism from the University of North Carolina, Chapel Hill and his MBA from the Tuck School at Dartmouth College.


Brad Bennett,Brad Bennett
Co-Founder/Chief Fire Starter, Wildfire

Managing Member responsible for creating sparks that develop from ideas into the brilliant blazes that drive great brands. (Translation…I start the fires that the rest of the team must put out). Wildfire didn’t start by accident. It began intentionally out of a human instinct to fill a gap within our marketing community. Predominantly project based, Wildfire opened its doors in 2002, and began spreading its promise: to grow our clients’ business while lowering their blood pressure.

The Certificate in Integrated Marketing Strategy and Planning will be offered in seven sessions over the course of two months. Each session will be offered virtually and run from 8am-12pm.

  1. March 19, 2021 – Customer Psychology and Buyer Behavior – Peter Mitchell
  2. March 26, 2021 – Brand Strategy and Situational Analysis – Roger Beahm
  3. April 9, 2021 – Segmentation, Targeting and Positioning – Roger Beahm
  4. April 16, 2021 – Digital and Integrated Marketing Challenges – Brad Bennett
  5. April 23, 2021 – Product and Service Innovation – Roger Beahm
  6. May 7, 2021 – Pricing and Distribution Strategies – Roger Beahm
  7. May 14, 2021 – Measuring Results and Market Research – Ged King

Course materials are included in the cost of tuition. Course materials will be distributed electronically in advance of the program start date. Participants must have a laptop or tablet computer to access course materials.

Program Cancellation

This course is offered contingent upon sufficient enrollment. If a course must be cancelled, all registered participants will be notified at least five (5) calendar days before the course’s start date. All registered participants will receive a 100% tuition refund. No fees will be charged for cancelled courses.

Individual Cancellation – Refund Policy

Prospective participants who withdraw at least 10 days prior to the start of a course will receive a full refund of tuition paid.

Integrated Marketing Strategy and Planning Certificate – $2,500 for all seven (7) programs in certificate track.

The Certificate in Integrated Marketing Strategy and Planning is virtual!  Prior to each program date, a Zoom link will be provided to all attendees to access this instructor-led curriculum.

Each session will be offered from 8am-12pm on the date indicated.

  1. March 19, 2021 – Customer Psychology and Buyer Behavior – Peter Mitchell
  2. March 26, 2021 – Brand Strategy and Situational Analysis – Roger Beahm
  3. April 9, 2021 – Segmentation, Targeting and Positioning – Roger Beahm
  4. April 16, 2021 – Digital and Integrated Marketing Challenges – Brad Bennett
  5. April 23, 2021 – Product and Service Innovation – Roger Beahm
  6. May 7, 2021 – Pricing and Distribution Strategies – Roger Beahm
  7. May 14, 2021 – Measuring Results and Market Research – Ged King

For More Information

For more information, or to speak with a program adviser, please send an email to execedinfo@wfu.edu or visit the Contact Us section of this website